The Best April Makeup Launches Are Reimagined Favorites From Brands Like Benefit and Urban Decay


Spring is a time of renewal. And this April, it seems makeup brands are taking that pretty literally. We can’t remember the last time so many of our favorite products spawned spinoffs. More than a few of the most beloved makeup bag staples are welcoming new versions or line extensions — we’re talking Smashbox, Benefit, Ilia, Stila, IT Cosmetics, Urban Decay, Charlotte Tilbury, Patrick Ta, and more. (Yes, more.) We sense a very wonderful theme. 

If you’re like us, your heart rate probably spikes whenever you discover a reimagined formula on a classic, find a new makeup category, or notice real strides being made towards sustainability. Both Rose Inc and Ethique have the latter in mind with its new lip colors that help reduce plastic pollution. Brows are having a moment this month, too, with clever color and shaping formulas from Florence by Mills and Alias. If those don’t perk you up, the caffeine in this month’s new concealers from Laura Geller and Lawless will.

We’re sharing the new April makeup launches that we can’t help but recommend adding to your cart. Don’t be surprised if you can’t get through this gallery without a new highlighter or liquid liner coming your way with the click of a button.

All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.



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